Hashtags the newest conversation tool, ok, so not so new but lately it has evolved has changed and has grown in infinite ways!! Before, the hashtag was static, exclusive just to Twitter and now…it’s crossing not only Social platforms like Linkedin, blogs & Facebook but has jumped the ship to tv shows, commercials and marketing campaigns.
Previously, a hashtag has been used to denote a specific topic, allowing for several people to engage in discussion on the topic, create a weekly chat and even just a quick emphasis on a tweet #JustSaying!!
Lately, a growing trend has been to create Twitter campaigns that are growing to cross platforms, brands are launching brilliant ploys to engage customers from print ads, tv commercials and Facebook pages to create…. well, this is where I am struggling. Great concept, poor execution!! Why create a fantastic hashtag and then do nothing with it??
For example, yesterday in the cab in NY saw this adorbable commerical for Bobbi Brown makeup line they had launched and even better a hashtag!! #LonelyMakeUpBag, first, I totally want the bag, coz it has googly eyes and second, I wanted to see what people were doing with the tag…. NOTHING! Not even Bobbi Brown was tweeting to their own tag. *sigh*
On the other hand, Dr. Pepper is running a new commercial series with the hashtag #Iam. For me the commercials are fun, seeing some of the tweets for it are hysterical. Dr. Pepper has engaged. Sorta. Great opportunity missed.
Why would these brands lose an opportunity to connect with a customer, to entice someone to purchase their product? No idea. Perhaps, they don’t understand social is a place for them engage, to talk to current customers, to acquire new customers, not just broadcast. I am not a consumer of either Bobbi Brown nor Dr. Pepper, yet I went to both FB pages and websites. I tweeted with both hashtags.